Don’t Let Words Overpower the Message

21 Jan

Avoid These Marketing Buzzwords in 2016

Buzzwords

When I was at the B2B Marketing Forum this past year, we played a little game called “marketing bingo.” Some of you might be familiar with it. You play by creating a card of marketing lingo, slang, and overused words, and then you work to fill up your board as you hear these words used throughout the conference. And you’d be amazed to learn how quickly those bingo cards fill up.

Towards the end of last year, I wrote a blog post about how marketers need to focus on being classic rather than trendy. Reports show that as marketers are trying more and more to push the envelope to keep up with the latest trends, they’re missing some of the fundamentals of marketing. I believe that a lot of the time, marketers are too focused on who can throw out the most marketing buzzwords in a conversation rather than having a substantive discussion of the deeper issues at hand.

That’s why I was so excited to come across an article from Marketo last week discussing some of the top buzzwords that marketers should retire this year. I’ve picked out a few of my favorites:

  • Email Blast: A shotgun blasts, an email doesn’t. If anything, as marketers we should be looking for more and more ways to personalize our emails—not “blast” them out to the largest group possible.
  • Low Hanging Fruit: Aiming low is always a great way to get results, right? No. If you’re looking for low-hanging fruit, I can almost guarantee that you already have it—and it’s rotten.
  • Thought Leader: This one is tricky, because I use it myself. But the reason for not using it is strong—essentially, any content you produce should come from a place of leadership. Too often, though, this word comes from a promotional place. Aim to help, not sell.

As marketers, it’s easy to get caught up in whatever the latest buzzword is. And it’s not inherently bad to be aware of the concepts, but it is if it comes at the expense of actual deeper thinking. Don’t let the words overpower the message and don’t let fleeting trends override long-term strategy.

If you want to see the full list of marketing buzzwords to avoid in 2016, read the article.

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